RiccardoFregoso

A European citizen, both French and Italian, Riccardo can surprisingly survive across the many contradictions of his double personality: French pickiness and Italian disorder, conservatism and iconoclasm, reason and instinct. 
 
Chief Creative Officer Italy and Chair Creative EMEA at Dentsu Creative, he has more than 15 years of experience as a creative in the best international groups. After starting at BETC, Riccardo spent 4 years in the TBWA Group, 2 at Ogilvy Paris, 4 at McCann Paris and 2 at Publicis Italy/Le Pub. 
 
His philosophy and digital marketing background (he graduated at Bologna and Sorbonne Universities, and more recently at Hyper Island and Bocconi Executive Programs), has given him a radical, analytical way of thinking, along with a strong passion for popular culture, tech, data and digital trends. Between the most awarded projects he has directed, there are "Bordeaux 2050", a futuristic wine made to promote a more sustainable approach in agriculture, "Street Vet", a connected billboard capable of analysing dog's urine and detecting dietary problems, and "Playlist Timer", the first pasta timer on Spotify. 
 
Over his career, Riccardo has been Global Executive Creative Director on brands such as Coca-Cola, Nespresso, L'Oréal Paris, Nestle Cereals, Barilla, Amex and MSC Cruises. He has also been a key participant in winning and managing new business with brands like Netflix, Vichy and Spotify. 
 
Riccardo has been on juries at international award shows such as the Cannes Lions, Eurobest, New York Festival, LIA, Dubai Lynx and the French Grand Prix of Advertising, and jury President at the Tik Tok Awards and at the Italian Art Directors Club, where he's also member of the Executive Board as International Ambassador. He has won more than 200 international awards, including 29 Cannes Lions, 10 D&AD Pencils, 2 Eurobest Grand Prix, a Eurobest Glass, Grand Prix at Golden Drum, and many more at Andy, Webby, Clio, LIA, One Show and Epica. With Riccardo's guidance, McCann Paris has become French Agency of the Year at Cannes Lions 2019. In 2024 Riccardo is also official Speaker at Cannes Lions. 
 
Riccardo is also a renowned Photographer and Film Director. His work has been recognised by international festivals, galleries and magazines in Europe, Asia and the US. His first photo book "Adriatico" has been published in July 2022 by Kerber Verlag, Berlin, while his first film for Spotify has been launched globally in July 2024. 
 
Since June 2023, Riccardo is Lecturer at IED (Istituto Europeo di Design) in Milan, for the Master in Creative Direction. 

Dentsu Italy